influene of online advertising on ank · online advertising is the promotion of a company‟s goods...

GSJ: VOLUME 6, ISSUE 8, August 2018 452

GSJ© 2018 www.globalscientificjournal.com

GSJ: Volume 6, Issue 8, August 2018, Online: ISSN 2320-9186 www.globalscientificjournal.com

INFLUENCE OF ONLINE ADVERTISING ON

CONSUMER BRAND AWARENESS AND PATRONAGE

OF FINANCIAL INSTITUTIONS IN ENUGU: A STUDY

OF UNITED BANK FOR AFRICA (UBA) 1Okolo, Victor O,

2Okafor, Jones N,

3Obikeze, Chinedum O,

4Nduka, Chinedum,

[email protected] Department of Marketing, University of Nigeria, Nsukka, Enugu Campus – Nigeria. 2Department of Marketing, Caritas University, Enugu – Nigeria. 3Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Uli – Nigeria. 4Depertment of Marketing, College of Management Sciences, Michael Okpara University of Agriculture, Umudike – Nigeria.

ABSRACT

Influence of online advertising on consumer brand awareness and patronage of United Bank for

Africa (UBA) was investigated. Most consumers have not adequately adopted online transaction

even when they are aware of its existence. The extent online advertising influences consumer

brand awareness, the extent online advertising influences consumer purchase behavior and the

extent online advertising influences consumer brand recall of UBA products were the research

objectives. The scope of the study is the influence of online advertising in UBA Enugu.

Population of the study is all customers of 5 branches of UBA who are educated and are

connected to the internet. Sample size was determined using Freund and William‟s method as the

population is indefinite. Purposive sampling technique was adopted and survey method was used

to gather primary data using questionnaire instrument. Content validity was conducted to sort out

for consistency of the questionnaire and reliability was achieved using Cronbach‟s alpha and a

value of 0.890 was arrived at. Findings revealed online advertising significantly influences

customer brand awareness of UBA products. Also, it was discovered that online advertising has

no significant influence on consumer purchase behavior. And also, online advertising has no

significant influence on consumer bran recall of UBA products. The study recommends that the

banks should design their online advertising in attractive texts, images and even videos to create

better awareness of their various products. Bank marketing executives should persuade

customers on one-to-one bases to adopt the online banking transactions. Also, financial

institutions who haven‟t adopted online advertising must key into it to foster consumer brand

awareness and patronage.

Keywords: Online Advertising, Online Consumer Behavior, Innovation Adoption Theory,

Types of Online Advertising, Online Advertising Criticism and United Bank for Africa

(UBA),

ISSN 2320-9186

mailto:[email protected]



Introduction

The paradigm shift in the media of communication and advertising landscape is remarkably a

landmark and this has been made possible by the evolution of online advertising through the

internet technology and innovation. On its website, Hot Wire in 1994 sold the first Banner which

led to the evolution of online advertising of its goods and services (Evans, 2009; Tehreem and

Rizwan, 2016; Deshwal, 2016). Online advertising is the promotion of a company‟s goods and

services by projecting ad messages through other organizations‟ websites on the internet (Singh,

2016). It‟s an effective and efficient opportunity to conveniently target ad messages on the

current and potential consumers of a company‟s products. It allows companies to reach their

diverse audience with targeted ad messages with great accuracy and on time (H and K, 2013).

Online advertising offer the consumer as well as the advertiser a medley of benefits

(Zourikalatehsamad, Payambarpour, Alwashali and Abdolkarimi, 2015).

The effectiveness and viability of online advertising is a result of it high degree of interactivity.

It has feedback mechanism and this allows consumers to make their complaints as well as

contributions to likely advertising messages adjustments and also, product, service or brand

improvement (Tavor, 2011). Online advertising is very cheap compared to the traditional print

and electronic media. While the traditional media may take a larger chunk of the advertiser‟s

marketing communication budget, the online advertisement is highly cost efficient for a

divergent and widely targeted audience. In other words, online advertising is cost effective. Also,

through the online advertising campaign, the marketer could easily attract global attention for his

goods and services. Indeed, it has a wider reach as majority of people had adopted the online

media of communication (Facebook, Twitter, YouTube, Pinterest, WhatsApp etc). In other

words, it has a wider reach per 1,000 (Belch and Belch, 2001) than other media.

Moreover, while a marketer is only expected to pay limitedly for the number of qualified clicks

and leads, in the traditional channels, a full amount of the ad money charged by the ad agency is

paid for the service even before the expected result of the ad begins to unfold. Online advertising

does not require the payment challenges involved in the traditional media. Online advertising has

the power to transfix the group of consumers who require a company‟s products and services. It

is target market oriented as opposed to the traditional advertising that is mass marketing oriented.

ISSN 2320-9186



Because it focuses on a target audience, it leads to successes than the traditional advertising

which is ridden with “near misses” (Nwosu, 2001).

Online advertising has speed in message delivery. As a marketer kick starts his online

advertising campaign, the message reaches the widest audience the very moment it is sent across.

It is faster than all traditional or offline advertising channels in terms of message delivery

(Hashimova, 2015). The moment the ad is sent to the target audience and they are connected

online is the moment the advertisement is received. Online advertising makes a product or

service very popular if the advertising campaign was properly planned. Through electronic word-

of-mouth, the ad message about the product and service and their ability to deliver quality

customer benefits go viral. And when this happens, the marketer‟s return on investment soars. In

support of this view, Tehreem and Rizwan (2016) observed that though online advertising is an

unavoidable occurrence and scene for consumers, they perceive it as a convenient method to

shopping.

Furthermore, evaluating advertising objectives through the number of visits by customers

(qualified clicks), it will be easy to measure online advertising effectiveness; unlike the

traditional advertising that cannot easily measure the sales impact of a brand after launching an

advertising campaign. Very few researches had been conducted on online advertising in relation

to consumer purchase behavior. Besides, this particular study is different because it investigated

not on consumer purchase behavior but consumer brand awareness and brand recall.

Statement of the Problem

The ushering in of the online technology by the internet is a landfall in the delivery of marketing

mix cum marketing communication promises. Online advertising is a typical beneficiary of a

gamut of benefits the internet delivers. But, unfortunately, many bank customers in Nigeria and

other developing countries are yet to key in (Heinonen and Rozenveld, 2013). Consumers have

perceived risks and lack the trust of operating online banking transactions. They trust brick-and-

mortar most and still find their way to the banking hall on regular basis.

Companies who have adopted it are still budgeting and executing their major advertising

campaign on the traditional media with little online presence. Ironically, those who are present

ISSN 2320-9186



online find a very minute population of consumers who dare to click on an ad to view the

message holistically or to make a purchase. In other words, majority of Nigerians still purchase

their goods in the traditional brick-and-mortar shops.

Nevertheless, the internet facilities and services in Nigeria are yet to be fully explored and

exploited as the connectivity is rarely stable. Maybe that is why many companies are yet to

prefer online advertising as a more convenient, speedy, less costly, more message focused,

interactive, and easy to evaluate in terms of return on investment conduit to advertise their goods

and services. Similarly and metaphorically, consumers lack the confidence and trust of the online

media too (Okolo and Ehikwe, 2015). Consequent upon this gulf in holistically adopting the

online channel of communication by the duo; companies and consumers, this research intend to

investigate the influence of online advertising on consumer brand awareness and patronage of

United Bank for Africa (UBA) products in Enugu.

Objectives of the Study

The cardinal objective of the study was to determine the impacts of online advertising in

marketing financial institutions with special attention to UBA Nigeria. The specific objective of

the study was to:

To ascertain the extent online advertising influences consumer brand awareness of UBA

products.

To investigate the extent online advertising influences consumer purchase of UBA

products.

To determine the extent online advertising influences consumer brand recall of UBA

products.

ISSN 2320-9186



Research Questions

To what extent would online advertising influences consumer brand awareness of UBA

products?

What extent would online advertising influences consumer purchase behaviour of UBA

products?

To what extent would online advertising influences consumer brand recall of UBA

products?

Significance of the Study

Consumers will benefit as they will reap from the comfort and convenience of homes to conduct

transactions. In other words, going to the bank for every transaction will drastically reduce. A lot

of products are displayed online and therefore they can compare and choose which one they

want.

Also, the company will reap the high patronage of numerous customers. That is; the high return

on investment as the customers are a different target market on their own. Investors will be

attracted as more patronage brings higher market share and this result to the appreciation of share

price of UBA.

Moreover, research students and consultants would value the research as a veritable research

material for the furtherance of future studies. Finally, this high profitability in all aspects will be

utilitarian in the execution of corporate social responsibility for community members where the

banks are domiciled.

Scope of the Study

The content of the scope of the study is to assess the influence of online advertising on consumer

brand awareness and patronage of financial institutions in Enugu: a study of United Bank for

Africa (UBA)

ISSN 2320-9186



Review of Related Literature

Profile of UBA

“UBA‟s has more than 65 years of providing uninterrupted banking operations, dating back to

1948 when the British and French Bank Limited (BFB) commenced business in Nigeria. BFB

was a subsidiary of Banque Nationale de Credit (BNCI), Paris, which transformed its London

branch into a separate subsidiary called the British and French Bank, with shares held by Banque

Nationale de Crédit and two British investment firms, S.G. Warburg and Company and Robert

Benson and Company. A year later, BFB opened its offices in Nigeria to break the duopoly of

the two existing British owned banks in Nigeria then.

Following Nigeria‟s independence from Britain, UBA was incorporated on 23rd, February 1961

to take over the business of BFB. UBA eventually listed its shares on the Nigerian Stock

Exchange (NSE), in 1970, and became the first Nigerian bank to subsequently undertake an

Initial Public Offering (IPO). UBA also became the first sub-Saharan bank to take its banking

business to North America when it opened its New York Office (USA) in 1984 to offer banking

services to Africans in Diaspora.

Today‟s UBA emerged from the merger of the dynamic and fast growing Standard Trust Bank,

incorporated in 1990 and UBA, one of the biggest and oldest banks in Nigeria. The merger was

consummated on August 1, 2005; one of the biggest mergers done on the Nigerian Stock

Exchange (NSE). Following that merger, UBA went ahead to acquire Continental Trust Bank in

the same year, further expanding the UBA brand. UBA also subsequently acquired Trade Bank

in 2006 which was under liquidation by the Central Bank of Nigeria (CBN).

UBA had another successful combined public offering and rights issue in 2007 and made further

banking acquisitions of three liquidated banks namely: City Express Bank, Metropolitan Bank,

and African Express Bank. The bank also acquired Afrinvest UK, rebranding it UBA Capital,

UK.

ISSN 2320-9186



The quest to build a strong domestic and African brand intensified in 2008 when UBA made

further acquisitions of two liquidated banks, Gulf Bank and Liberty Bank while at the same time

intensifying its African footprint with the establishment of UBA Cameroon, UBA Cote d‟Ivoire,

UBA Uganda, UBA Sierra Leone, and UBA Liberia as well as the acquisition of a 51% interest

in Banque Internationale du Burkina Faso, which was the largest bank in the country with 40%

market share. Currently, UBA has 18 African subsidiaries, contributing about 20% of the

Group‟s balance sheet, with a target of contributing 50%.

On 13 December 2012, the shareholders of UBA Plc unanimously voted for the bank to

restructure into a Monoline Commercial Banking Model in order for it to fully comply with the

new CBN guidelines for commercial banks in Nigeria, which repealed the erstwhile universal

banking regime.

With the restructuring, the Group‟s non-commercial banking subsidiaries with the exception of

Africa Prudential Registrars Plc and Afriland Properties Plc were consolidated under UBA

Capital Plc and spun-off to shareholders of the Bank. The Bank‟s excess real estate assets were

used to capitalise Afriland Properties Plc, which was then spun-off, along with Africa Prudential

Registrars Plc, to be held directly by the Bank‟s shareholders.

Along with UBA Plc, the result of the restructuring is three stand-alone entities held directly by

the Bank‟s shareholders – UBA Capital Plc and Africa Prudential Registrars Plc, which are

already listed on the Nigerian Stock Exchange, as well as Afriland Properties Plc, now controlled

by independent shareholders.

Under the Monoline business structure, UBA Plc remains the parent company for all of the

Group‟s commercial banking activities in Nigeria, Africa and the rest of the world. UBA Plc is

also the parent company for UBA Pension Custodian Limited, UBA Capital (UK) and UBA FX

Mart Limited.

Now fully positioned as a pan-African bank, the UBA Group is firmly in the forefront of driving

the renaissance of the African economy and is well positioned as a one-stop financial services

institution, with growing reputation as the face of banking on the continent” (UBA, 2018).

ISSN 2320-9186



Conceptual Framework

Online Advertising

Advertising started in 1836 in France when La Presse; a French newspaper carried a paid

advertising in one of its pages (Bakshi and Gupta, 2013). Advertising behooves different

perceptions from different people and professionals (O‟Guinn, Allen and Semenic, 2000).

Understanding advertising according to Ehikwe (2005) is simply deliberating over God‟s

creation. Since advertising is all about creating and transportation of messages, he submitted that

every object of creation carries a message differently and respectively. Ehikwe defined

advertising as a process of communication and promotion through which messages are

transported or conveyed as a means of identification and differentiation of a product, service or

brand to create an appeal (Belch and Belch, 2012) that persuades a consumer to placing a

demand on an offer. According to O‟Guinn et al. (2000) “advertising is a paid, mass-mediated

attempt to persuade”. In other words, it is a paid form of communication by a company who

wants its messages to be heard by its audience. (Kotler and Armstrong (2012) noted three major

advertising objectives thus:

To Inform;

Telling the market about a new product

Suggesting new uses for a product

Informing the market about change in price

Explaining how product works

Describing available services

Correcting false impressions reducing the risks associated with buying

Building and sustaining company image and reputation (Nwosu, 2001)

To Persuade;

Building brand preference

Encouraging brand switching

Changing customer perception about the attributes of a product

Persuading customer on the need to buy a product immediately

Persuading customers to receive a sales call

To Remind;

Reminding customers that the product may be needed in the near future

ISSN 2320-9186



Reminding them where to locate and purchase the product

Keeping the product in the minds of the customers during off seasons (troughs)

Maintaining top-of-mind brand awareness

The internet evolution and revolution has brought dramatic changes in the business world.

Conducting business is just in a matter of a second at the click of a button (Harfoushi, Alfawwaz,

Obeidat, Obeidat and Faris, 2013). Online advertising is referred to as the promotion of products,

services, brand or a company on the internet (Priyanka, 2012; Singh, 2016). Anusha (2016)

concurred with this and described online advertising as the use of the internet to promote a

marketing message to the consumers. It includes search engine marketing, banner ads, interstitial

ads, online classified advertising, (Bakshi and Gupta, 2013) social media marketing, email

marketing, mobile marketing etc (Anusha, 2016; Wikipedia, 2018). (Nwosu and Nkamnebe,

2006) observed that online advertising goes by many names such as online marketing, internet

advertising or web advertising.

Like other advertising media, online advertising frequently involves both a

publisher, who integrates advertisements into its online content, and an

advertiser who provides the advertisements to be displayed on the publisher's

content. Other potential participants include advertising agencies that help

generate and place the advertisement copy, the advertisement server who

technologically delivers the advertisement and tracks statistics, and advertising

affiliates who do independent promotional work for the advertiser (Anusha,

2016).

Online advertising is quite different from traditional advertising because of its versatility. Its

flexibility and adjustability gives room for late minute changes even when an ad campaign is

underway (Anusha, 2016). It allows the user to make as many changes as possible to suit the

latest trends in consumer market. Online advertising has the capacity to reach many targeted

customer groups on the internet (Awais, Samin and Bilal, 2012). According to them, effective

online advertising intend to persuade, inform, convince, remind and retain customer. A salient

advantage of online advertising over the traditional advertising is that while it targets a specific

ISSN 2320-9186



group online, the traditional ads are mass marketing oriented (Anusha, 2016). “Advertising on

television, radio, newspapers, billboards or direct mail is based on large exposure and a

particularly wide audience. Internet advertising, on the other hand, is based on relatively few

channels that coalesce to bring forth a maximized target customer” (Tavor, 2011).

Bakshi and Gupta (2013) observed the following objectives of online advertising:

Build brand loyalty

Increase website traffic

Generate sales

Build a social media following

Improve customer convenience

Its message is very effective and its cost very efficient unlike the traditional TV and radio ads.

Tavor (2011) opined that the cost is beginning to rise although. Its effectiveness makes it to

transfix the audience in such a way that it guards him into placing order for the product

advertised (Awan, Ismail, Majeed and Ghazal, 2016). The internet has become a source that is

recognized to expand increasingly. Its growth particularly attracts the attention of advertisers as

well advertising agencies as a more productive means of reaching out to customers. In fact, the

internet is providing users with unfathomable access to information superhighway on which

abounds different products and brands from different companies around the world. Okolo and

Ehikwe (2015) observed thus –

The advent of information and communication technology has change the

way business is conducted today and some difficult task have become

simpler with the involvement of the internet. The internet is a network of

computers across the globe and the purpose of the internet is resource

sharing as well as communication. However, the greatest advantage of the

internet is that it does not have physical or geographical restrictions.

ISSN 2320-9186



It is communications geared towards influencing the decision of consumers and consequently

affects their choice (Chaubey, Sharma and Pant, 2013).

Online advertising influences consumer purchase decision (Aqsa and Kartini, 2015). Research on

online advertisement has centered on different aspects of the term. Many scholars have

investigated different aspects of online advertising. For instance, Sanje and Senol (2012)

studied the importance of online behavioral advertising for online retailers while Harker (2008)

studied regulating online advertising: the benefit of qualitative insights and found that whilst

controlling advertising on traditional media is moving towards best practice, the dynamic context

of the internet provides new challenges for all stakeholders in terms of consumer protection.

Online advertising provides current and topical information and even news about a company‟s

product(s) through colorful and interactive catalogue. Yes, of course, online advertising is

borderless and bequeaths the consumers with the power and rationality to make national,

regional and international purchases as they can access unlimited information about many

companies‟ offerings on their web sites at will and at all times (Tavor, 2011).

Sakarya and Soyer (2013) studied cultural differences in online shopping behaviour and found

that there were differences in the online shopping behavior of consumers, while the two groups

share similar consumption values; some dimensions of online shopping behavior of utilitarian

and hedonic online shoppers differ for the overall sample. Budak, Goel and Rao (2016) studied

disruptions to online advertising market and the widespread use of ad-blocking software and

proposed restrictions on third-party tracking, trends that have great concerns on consumer

privacy. Online advertising on the internet has changed advertising practices over the past two

decades Okoro and Epepe (2015).

Online Advertising Types

Tavor (2011; H and K, 2013; Deshwal, 2016) described the following online advertising types:

Banner Advertisement

This is the commonest form of online advertising. Most online advertiser use banner ad

as it and that‟s why it represents the largest share of online advertisement (Tavor, 2011).

ISSN 2320-9186

https://www.emeraldinsight.com/author/Harker%2C+Debra



It is a graphic image that describes and galvanizes consumers to purchase a product

and/or service by announcing the name and identity of a website (H and K, 2013). They

appear in different locations on the websites with varying sizes and shapes that is

determined by the budget of the advertiser. According to Tavor (2011), “it is an

advertising sign/film that is part of the web page‟s tapestry, and when clicked on, links

the clicker directly to the advertiser‟s chosen website”.

Pop-up Advertisement

These are advertisements that are located between two pages. They pop up while the

consumer is surfing the net. It is a new window that opens in front of the current one to

display an advert. Once a page is loaded, it appears automatically on a new window

obstructing the surfer from his usual business. To keep browsing the net, the user opens

another window or clicks another interesting article in order to escape from the Pop-up

advertisement. Pop-up ads are very annoying, though, the advertiser might increase

exposure of his product or service it does not guarantee its effectiveness (Tavor, 2011).

Floating Advertisement

These are ads that obtrusively interrupt and break the privacy of the surfer of the internet

by superimposing itself over the current page of the user of the internet. Being uninitiated

by the user, it disappears after a short while (Deshwal, 2016). “The most basic floating

ads simply appear over the Web page, either full screen or in a smaller rectangular

window. They may or may not provide a means of escape, such as a close button. More

sophisticated versions can come in any shape or size and include sound, animation, and

interactive components.”

Expanding Advertisement

These are the advertisements that expand as consumers click on them (Deshwal, 2016).

Just moving a mouse over the hyperlink does not expand the advertisement. The visitors‟

experience on the web page may be stalled as they take a much longer time to download.

Deshwal (2016) notes that “polite ad formats were developed to address this challenge by

ISSN 2320-9186



enabling advertisers to serve larger file formats without disturbing the load time for the

rest of the images on the page”.

Video Advertisement

These are small video advertising that automatically plays itself or may be played by the

visitor to the website. Its advantage is that it is in video form and similar to the traditional

and typical electronic advertising on television. YouTube advertising is a typical example

of video advertisement; and its popularity is devoid of the regular obtrusiveness

associated with regular ads (Brooke, n.d).

Online Advertising Benefits

Online advertising is an effective and efficient method of showcasing goods and services by

marketers. In reality, when compared to the traditional media of advertising, it less expensive,

accurate, timely, and target marketing oriented. Deshwal (2016) observed the following benefits

of online advertising:

Cost Effectiveness: Online advertising is very cheap compared to the traditional print

and electronic media. While the traditional media may take a larger chunk of the

advertiser‟s marketing communication budget, the online advertisement is highly cost

efficient for a divergent and widely targeted audience.

Reach: Through the online advertising campaign, the marketer could easily attract global

attention for his goods and services. Indeed, it has a wider reach (Hashinova, 2015) as

majority of people had adopted the online media of communication (Facebook, Twitter,

YouTube, Pinterest, WhatsApp etc). In other words, it has a wider reach per 1,000 (Belch

and Belch, 2003) than other media.

Payment: While a marketer is only expected to pay limitedly for the number of qualified

clicks and leads; the traditional channels a full amount of the ad money charged by the ad

agency is paid for the service even before the expected result of the ad begins to unfold.

Online advertising does not require the payment rigors involved in the traditional media.

Target Audience: Online advertising transfixes the group of consumers who require a

company‟s products and services. It is target market oriented as opposed to the

ISSN 2320-9186



traditional advertising that is mass marketing oriented. Because it focuses on a target

audience, it leads to successes than the traditional advertising which is ridden with “near

misses” (Nwosu, 2001).

Velocity: As a marketer kick starts his online advertising campaign, the message reaches

the widest audience the very moment it is sent across. It is faster than all traditional or

offline advertising channels in terms of message delivery. The moment the ad is sent to

the target audience and they are connected online is the moment the advertisement is

received.

Audience Interactivity: Online advertising is engaging as the consumer can easily prop

the message and give feedback to the marketer for any product or even ad message

improvement and adjustment. This feedback is what really makes online advertising as an

aspect of public relations practice.

Evaluating Advertising Objectives: Through the number of visits by customers

(qualified clicks), it will be easy to measure online advertising effectiveness; unlike the

traditional advertising that cannot easily measure the sales impact of a brand after

launching an advertising campaign.

Branding and Return on Investment (ROI): Online advertising makes a product or

service very popular if the advertising campaign was properly planned. Through

electronic word-of-mouth, the ad message about the product and service and their ability

to deliver quality customer benefits go viral. And when this happens, the marketer‟s

return on investment soars.

Role of Online Advertisement in the Banking Sector

Online advertising would naturally make potential customers to be aware of the products and

services which the bank offers. It will also remind the current customers that the bank is still

competitively in existence and would want to serve the customers better than the competitors.

Online awareness creation is very important in era that is dominated new trends in information

and communication technology (Awais, Samin and Bilal, 2012). Many banks are now spending

less of their advertising budget on the traditional media such as TV, radio, newspaper and

magazine; and have diverted interest to establishing their presence online. Maintaining an online

ISSN 2320-9186



presence is very profitable for banks because majority of their customers have adopted the online

social media innovation (Awais et al., 2012). In other words, the cost of budgeting for online

advertising is very low compared to the budgeting for the traditional media.

Moreover, online advertising generates revenue for the bank by building an online traffic where

customers may locate the kind of service they want and get the service perfected immediately.

Online advertising has the convenience of allowing the bank customer access the bank‟s

advertised product 24/7. It could be compared with the traditional advertising that customers

traditionally go to the bank to transact physically. As a result of this comfort and convenience,

multimillion transactions can be conducted timelessly generating millions of dollars in revenue

for the bank.

It is also faster in message delivery than the traditional radio and TV ads. Its message is highly

flexible and may be adjusted at will to suit a particular bank audience who can compare different

product and services offer. In other words, products and services can be browsed at any time and

repeatedly (Awais et al., 2012). Haque, Tarofder, Al Mahmud and Hj Ismail (2007) observed

that message delivery, bank customers can easily click on the advertisement and place immediate

order and also download some products their computers and mobile phones.

Online advertising influences consumer attitude towards the purchase of a product. A consumer

who sees an advert online; maybe a banner ad, floating ad or even a pop-up ad would be

attracted to buy a product or service (Aqsa and Kartini, 2015). For example, an advert by First

Bank encouraging a certain amount of deposit from a targeted customer group (Awais et al.,

2012) at a particular period of time appealing to them to win a whole lot of prizes will normally

attract economic boom for the bank and as well secure a lot of prizes such as cars, washing

machines, generator sets and other consolatory prizes..

Further, online advertising harbors competitive advantage for genuine banks with genuine online

presence (Hsuan and Yazdanifard, 2014). Due to the privatization of banking sector the

competition among the different financial institutions has increased tremendously, as each

organization is trying to expand its market share by offering variety of financial products

designed towards the targets markets. In this scenario, every firm claims uniqueness of its

ISSN 2320-9186



products and services and tries to impress their consumers that these products and services are

best suited for their needs and wants. As a result of dynamics of heightened market competition,

advertising and other promotional strategies such as public relations, sales promotions, personal

selling, direct marketing and event marketing (Nwosu, 2001) assume significant role as far as the

promotion of these financial products and services are concerned.

Online Advertising Criticisms

Nwosu and Nkamnebe (2006; Singh and Vij, 2007; Melgar and Elsner, 2016) described some

online advertising criticisms as follows:

Advertising is Materialistic

Advertising leads to indiscriminate acquisition of products by the consumers. In other words, it is

the piling up and over accumulation of wealth by individuals in a capitalist economy. As a result

of advancement in technology, new innovations appear as different products could come in many

versions seeking the income of the consumers. Because of the massive message bombardments

(Ehikwe, 2005), wealthy consumers go ahead to accumulating products which they may never

use. These products are dumped all over the environment and sometime become an

environmental concern. For instance, a rich man out of prestige keeps purchasing different

brands of new posh cars. To the extent that he luxuriously has up to between 5-10 cars of

different versions and brands wanting for space where they will be parked.

They argued that the materialistic criticism ironically leads to economic boom and wealth

creation for the advertiser and this contributes to a nation‟s GDP.

Increases price of products:

Advertising is perceived to increase the price of products in the market. It is believed that

advertisers include the cost of advertising budget on the price of products sold to the final

consumers. “With a good advertising campaign, the company is in the position of setting a

higher price as the sincerity and competence of the product show it is worth the extra money

compared to the competition” (Melgar and Elsner, 2016). It is a known fact that advertising

breeds competition which leads to mass production by companies. When products are massively

produced, it competitively leads to reduced price.

ISSN 2320-9186



Advertising is Deceptive

Advertising is deceptive as it is an untrue, misleading and false representation of a company‟s

products and services. False impressions are made about the product benefits or performance.

The messages relayed are not in strict consonance with product efficacy and performance.

Consumer had been deceived into buying a product that never worked at all let alone delivering

the expected promise woven into the advertising slogan, jingle or unique selling proposition

(USP) by the advertiser. Deception can occur through false testimonial, bait-and-switch offers,

incomplete product description, false promise, visual distortion and false/misleading product

comparison. Ironically, consumers are savvy enough to detect any form of message

manipulations by the advertiser and could easily select products they believe would sort and

satisfy their genuine needs and wants.

Advertisements are Offensive or in Bad Taste:

Advertising is irritating and boring. Consumers are offended by advertisement that use sex and

fear appeal to project messages on them. Indecent or nude advertisement irritates consumers who

are true Christians or those consumers whose culture perceive nudity as a taboo. And as such,

may not want to be associated with the product advertised. Also, advertisement relating to fear

appeal may not be condoned by consumers. Fear appeals in advertisements are associated with

products such as mouthwash, deodorant and anti-dandruff shampoos. On the contrary, while

some consumers perceive sex, nudity as obnoxious, some love it believing that it is trendy.

Puffery

Puffery in advertising means undue exaggerated and unverifiable claims about product quality.

When product quality is exaggerated, it becomes deceitful. The image restoring advertising by

the Nigerian media about Nigeria woven in the USP “good people, great nation” may be

perceived as puffery as Nigeria is still rate high by the Transparency International as one of the

world‟s most corrupt nations. Many of the advertising pufferies are found in the USP of the

products and these appeals are very hard to be fulfilled. Such appeals as accurate, convenience,

portable, reliable, strong, first, best are difficult to meet. From another perspective, some

ISSN 2320-9186



products may really perform far and above its advertising message; though very rare in a

developing country like Nigeria.

Noteworthy is the packaging, labelling and brand names of some products; of course, they are

part and parcel of the advertisement and guess what. Some brands had chosen an exaggerated

names that ended up killing the brand when consumers perceive a mismatch between the content,

taste, performance, reliability and other attributes that embellish it with the much consumer

desired and expected benefits. Take for instance the Guinness Extra Smooth and Harp Triple

Filter brands by Guinness Nigeria and GulderMax and Ace Root brand of beer by Nigerian

Breweries. Their celebration was short-lived as these brands fell short of consumers‟

expectations.

Monopoly

Advertising is perceived as leading to monopoly. Multinational giants use millions of dollars

worth to advertise their brand; and this wards off smaller companies from showcasing their

brands as they don‟t possess the financial muscle to challenge the leadership in the markets. But

this is antithetical to those smaller companies who niche market their products. They sort out

segments not perceived as profitable by the giants; establish it, nurture and sustain it such that

before the multinational could come to dominate it, the niche marketer must have gained ground

and reaped all the benefits it could offer. Or moreso, the image the „nicher‟ has built may not

allow any form of competition.

Advertising is Anti-sustainability

Advertising does not support sustainable business and consumer behavior as it encourages over

consumption and general mismanagement of scarce natural resources. It does not encourage the

reusability of products but rather persuade consumers to keep buying newly innovated products

by jettisoning older ones that still have second hand value. A product through advertisement dies

before its life span because of the manufacture and advertisements of newer ones. This leads to

destruction of the plant through pollution. However, sustainability conscious and committed

businesses and consumers still and will continue to reuse and even recycle products to remain

resources for the unborn generation.

ISSN 2320-9186



Online Consumer Buying Behavior

Lucidly, since the advent of the internet technology, the relationship between the marketer and

consumers has taken a different toll (Arshad, Zafar, Fatima and Khan, 2015). Consumer behavior

is the perception, attitude, values, intention and action the displayed by the consumer when in

contact with a projected message, product and service. It is the overall psychological disposition

of the consumer before and after the purchase of a product or service. Online buying or purchase

behavior is defined as the behavior of consumers as they purchase goods and services on the

internet (Ariff, Yan, Zakuan, Bahari and Jusoh, 2013). Specifically, in online advertising,

consumers are attracted by the ease of use of the internet. And the ease of use include such

factors as design of the website, speed of download, ease to navigate or surf the net, search

function, ease of placing order for the product, and ease of purchase (Al-Azzam, 2014).

Research reveals that the age of consumer and consumer ability and intellect to use information

and communication technology affects the adoption of information system including online

shopping (Ariff et al., 2013). They state the online buying experience thus:

In an e-market, the process starts with logging into a seller‟s site, registering (if

needed), and entering into an online catalog (E-catalog) or the buyer‟s account. E-

catalog can be very large, so a search mechanism may be needed. Besides that, the

online buyer needs to compare prices. If the buyer unsatisfied, the buyer may

abandon the site. On the other hand, if satisfied, the buyer will select the item and

place it in a shopping cart. The buyer might then return to the e-catalog to choose

more items. When shopping is completed, the buyer goes to a check out page

where a shipment option is selected from a menu. A payment option may be

available. Payment method may be PayPal, credit card and others. After checking

all the details for accuracy, the buyer submits the order.

Online shopping has got a lot of limitations in most developing countries and this could build

consumer attitude and behavior towards online engagements. Okolo and Ehikwe (2015) noted

trust, poor infrastructure, low e-payment awareness and acceptance and unregulated market.

Ayo, Adewoye and Oni (2011; Jenyo and Soyoye, 2015; Ayegba, Ochiba, Omale and Onoja,

ISSN 2320-9186



2017) supported this view and highlighted that trust and perceived risks are part of the challenges

of online transaction in Nigeria. Consumers naturally perceive risks in adopting a new behavior.

In a corrupt ridden Nigeria, consumers perceive that their products may not be delivered as

promised by the e-tailers. In other words, there is dearth of trust whether the e-tailer will meet

his/her own part of the bargain. And whenever consumers have mixed feelings about online

exchanges, it is bound to affect their decision.

However, it has been revealed that online purchase has got a lot of benefits it offers the

customers. It is convenient, cost effective, allows consumers to compare prices and gives access

to a variety of products (Jukariya and Singhvi, 2018; Okolo and Ehikwe, 2015). Undoubtedly,

online buying delivers the comfort that is totally lacking in the brick-and-mortar transaction.

Customers are not limited to the time of closure experienced in the brick-and-mortar rather, they

can surf for a product on the net 24/7 in a matter of some seconds. Another landmark is that a

customer may have his goods deliver at his door step at the time he wishes. The customer has no

business with puffery experience, parking space or even bashing of his car that is a regular issue

with brick-and-mortar shopping (Okolo and Ehikwe, 2015).

ISSN 2320-9186



Theoretical Framework

The Innovation Adoption Theory (IAT)

This theory was propounded by Roger (1995) when he integrated 508 studies that necessitated

the adoption of innovation among individuals and businesses (Lai, 2017). Generally, individuals

and groups initially possess latitude of rejection (Nwosu and Nkamnebe, 2006) of a new

innovation. They may not adopt it until sometimes it might take very long. They suffer from

undue perceived risk but ironically at times, it may have been worthwhile as many innovations

didn‟t stand the test of time. Perhaps it might be regrettably sometimes to start late after some

few companies may have harvested all it needed to secure a market leadership of being an

innovator (Belch and Belch, 2012). Diederen, Meijl, Wolters and Bijak (2003) concurred with

this view and respond that farmer do not adopt innovations in agricultural sector as they evolve

in the market. For them, it even takes a longer period for certain segment of the farming

population to key into a new innovation. Though, some choose to be the first to adopt an

innovation and they are called the innovators while others follow the innovators as the early

adopters, late adopters, or non-adopters.

Adoption of innovation ensues when a consumer becomes aware of a new innovation and tries to

gain adequate knowledge about it in order to make decisions that will favor his business. Based

on information acquisition perception and attitude will be formed and this will guide intention to

adopt or not to adopt the innovation (Moghavvemi, Hakimian and Feissal, 2012). Five general

attributes of innovation exist (Sahin, 2006; Roger, 2003). They are:

1. Relative advantage: this refers to the anticipated comparative advantage the new

innovation over and above its preceding one. If the new innovation is expected to be

more effective and efficient to operate, the company will adopt it immediately. On the

contrary, rejection will be the best decision.

2. Compatibility: this entail assessing the innovation to know it is in line with the corporate

strategy and culture of the organization. The enterprise tries to align the potential value

of the innovation with its already established image.

3. Complexity: this refers to the ease of use of the innovation when adopted. Any perceived

risk or difficulty in the application of the innovation to deliver customer benefits will

ISSN 2320-9186



derail any early adoption of the technology. But if it is perceived to be very easy and

simple to operate, the enterprise will go ahead to adopting it,

4. Trialability: this refers to the limited experimentation carried on the innovation as an

acid test to verify its performance. Any disappointment at this stage will necessitate a U-

turn in adopting the innovation.

5. Observability: how efficacious has the innovation proved? The innovation is compared

with other innovation to know whether it is worthwhile.

Over the last three decades, adoption of information technology (IT) innovation has been a topic

of intellectual discourse among researchers and professionals alike (Basole, Seuss and Rouse,

2013). According to them, two different approaches to IT innovation adoption exist. The bottom-

up view which is the first is simply the adoption by individuals which depends on the

characteristics of the user, contextual element and motivation. Secondly, adoption of IT

innovation by businesses based on motivation and characteristics of the business is known as the

enterprise IT innovation adoption.

ISSN 2320-9186



Review of Empirical Literature

This refers to other related studies‟ submissions based on their empirical discoveries. They are

made to authenticate this current study to ensure it is in line with current online advertising

trends.

Research conducted by Tehreem and Rizwan (2016) on “Effects of Online Advertisement on

Consumer Buying Behaviour of University Students of Pakistan,” it was revealed that consumer

buying behaviour is significantly influenced by online advertising. Using questionnaire

instrument to generate data from 300 consumers, data was analysed SPSS using multiple

regression.

In another related study on “The Impact of Advertisement and Consumer Perception on

Consumer Buying Behaviour” conducted by Malik, Ghafoor, Iqbal, Unzila and Ayesha (2014) it

was revealed that advertising and consumer perception have a positive and significant

relationship with consumer purchase decision. Questionnaire was used to collect data from the

respondents and a sample of 150 respondents was obtained. Data analysis was done using

correlation and ANOVA using SPSS software.

Also, in a study titled “Measuring the Effectiveness of Online Advertisement in Recalling a

Product: An Empirical Study” by Chaubey et al. (2013), it was revealed that online advertising

through animated advertising and banner plain text is an effective medium for motivating

consumers to recall online advertising messages and subsequently making purchase decisions.

Quantitative method was adopted to collect data from 1, 000 consumers who are exposed to

online advertising and 413 consumers were selected. Percentages were used in analyzing data in

the study.

Moreso, “Internet Advertisement in Malaysia: A Study of Attitudinal Differences” was

conducted by Haque, Tarofder, Al Mahmud and Hj Ismail (2007) and the result revealed that

there is a significant attitudinal differences between male and female consumers in their

exposure to online advertising. However, male respondents are show more positive attitude than

the female. ANOVA result also revealed that there is a significant attitudinal difference between

ISSN 2320-9186



two races; Chinese and Malay. However, the attitude of the trio; Chinese, Malay and Indians

were positive toward exposition to online advertising.

In another study to investigate the “Effect of Online Advertising on Consumer,” survey was

adopted and questionnaire was the instrument used to generate data from 500 respondents. Pie

charts and bar charts were used to describe and analyze data. It was revealed that consumers

prefer rectangular banner and skyscraper advertising designed in large picture and heavy copy

layout. Also, online advertisement placed above the mast head and on the right side of the

homepage gains the maximum attention towards it. While the advertisements that displayed

fluorescent colors and promotional offers attract the netizens (Kalia and Mishra, 2016).

Furthermore, Khraim (2015) conducted a study titled “The Impact of Search Engine

Optimization Dimensions on Companies Using Online Advertisement in Jordan.” A

questionnaire was distributed personally on 121 companies in Jordan. Out of 121, only 102

companies completed and returned the questionnaire, which give 72% response rate. Factor

Analysis provided four dimensions which were used later in Multiple Regression. The study

revealed that while search engine optimisation connectivity was not significant, the trio of search

engine optimisation competitiveness, search engine optimisation experience and search engine

optimisation techniques were all significant.

Finally, Mathew, Ogedebe and Ogedebe (2013) conducted a study in Maiduguri, Nigeria on

“Influence of Web Advertising on Consumer Behaviour in Maiduguri Metropolis, Nigeria.”

Questionnaire was used to collect data from 139 respondents. Data was analysed using

frequencies and percentages. The study reveals that “majority 100(71.94%) of the respondents

said their disposition towards web advertising was positive. Minority 39(28.06%) of the

respondents said that their disposition towards web advertising was negative. 102(73.38%) of the

respondents said their attitude towards web advertising was informative. The study, also find out

that majority 42(30.22%) of the respondents said web advertising influences them to use some of

the products and services. A total of 32(23.02) of the respondents reported that web advertising

only influences them to plan for their future purchase. Furthermore, another 22(15.83%) of the

respondents said that web advertising influences them to purchase some of the products and

ISSN 2320-9186



services. The study revealed the challenges encountered while purchasing what consumers see

advertised on the web, these include; erratic electricity supply, lack of access to internet, services

not provided as advertised, fraud and products were delivered in bad conditions.”

Methodology

The researcher employed survey method by administering structured questionnaire to gather

primary data to address the objectives of the study from customers of UBA using purposive

sampling technique. The scope of the study bordered on the concept of online advertising. And 5

UBA branches in Enugu were involved. The population was indefinite and Freund and Williams

method was used to determine the sample size after a pilot study was conducted by distributing

the research instrument on 100 respondents. Questionnaires were equally distributed to 20

customers to each of the bank branches at Ogbete Main Market, Agbani Road, UNEC, Kenyatta

Market and Okpara Avenue; all in Enugu metropolis. 68 were positive responses while 32 were

negative ones and applying Freund and Williams, 366 was got and 291 were correctly filled and

returned. Reliability was tested using Cronbach‟s alpha and the value of 0.890 was obtained.

Analysis of data was done using frequency and simple percentage.

ISSN 2320-9186



Presentation, Analysis and Interpretation of Data

Introduction

This contains data presentation and discussions of the research questions. Three hundred and

sixty six (366) questionnaires were administered to the respondents (customer) and two hundred

and twenty one (291) were correctly filled.

Table 1: Online advertising influences consumer brand awareness of UBA products.

The extent to which online advertising influence consumer brand awareness of UBA

products.

Response Frequency Percentage

Very High Extent 09 03%

High Extent 20 07%

Moderate Extent 26 09%

Low Extent 80 27%

Very Low Extent 156 54%

Total 291 100%

Table 1 above revealed that only 09 respondents making 03% of the customers of UBA indicated

that online advertising to a very high extent alerted their awareness of UBA products. 20(07%)

of the customers indicated that online advertising to a high extent created the awareness of UBA

products. While 26(09%), 20(07%) and 09(03%) indicated a moderate extent, low extent and

very low extent awareness creations respectively. Therefore online advertising has no significant

influence on consumer brand awareness of UBA products.

ISSN 2320-9186



Table 2: Online advertising influences consumer purchase behavior of UBA products.

The extent to which online advertising influences consumer brand purchase behavior of

UBA products.



High Extent 21 07%


Low Extent 90 31%


Total 291 100%

Table 2 above revealed that only 10 respondents making 03% of the customers of UBA indicated

that online advertising to a very high extent attracted them to UBA products. 21(07%) of the

customers indicated that online advertising to a high extent attracted them. While 40(14%),

90(31%) and 130(45%) indicated a moderate extent, low extent and very low extent attractions

to UBA products respectively. Therefore online advertising has no significant influence on

consumer purchase behavior of UBA products.

Table 3: Online advertising influences consumer brand recall of UBA products.

The extent to which online advertising influences consumer brand recall of UBA products.



High Extent 19 07%


Low Extent 80 27%


Total 291 100%

ISSN 2320-9186



The above table 3 revealed that only 12 respondents making 04% of the customers indicated that

to a high extent, online advertising stimulated their recall of UBA products. Only 19(07%) of the

customers indicated that online advertising to a high extent motivated their recall. While

30(10%), 80(27%) and 150(52%) indicated a moderate extent, low extent and very low extent

recalls respectively. Therefore online advertising has no significant influence on consumer brand

recall of UBA products.

Summary of Findings

Findings revealed that online advertising impacted on a few customers of UBA in terms

of brand awareness. This indicates that not many of them have adopted the use of the

internet to access information about UBA products. In other words, they still mainly rely

on brick-and-mortar (visiting the UBA branch closer to them physically). This was

shown in the 09(03%) and 20(07%) responses.

Also, it was revealed that customers of UBA hardly perform online transactions as a

result of perceived risks and lack of trust. Very few customers embark on online

transaction and therefore prefer going to their bank physically than using the online

channels. This was indicated in the 10(03%) and 21(07%) responses.

Finally, online advertising did not aid recall of UBA products as customers relied on

other traditional advertising as well as impulsive buying behavior and word of mouth.

The analysis indicated that 12(04%) and 19(07%) were the only customers that online

advertising aided their recall.

Conclusion

Researchers concluded that online advertising has only affected very few customers of UBA

towards product awareness, patronage and recall of UBA communications and product offerings.

This was caused by the level of adoption of online marketing by majority of UBA customers. In

other words, only a few innovators have adopted online banking and are therefore attracted to

online advertising.

ISSN 2320-9186



Recommendations

The banks should design their online advertising in attractive texts, images and even videos to

create better awareness of their various products. The adverts should be very alluring to be able

to decoy customers towards UBA products.

Bank marketing executives should persuade customers on one-to-one bases to adopt the online

banking transactions. They should convince them by outlining for them the expected benefits

that online banking will bequeath them with.

The researcher recommends also that financial institutions who haven‟t adopted online

advertising must key into it to foster consumer brand awareness and patronage. Then for those

that have started deploying it, there is need for them to do so.

References

Al-Azzam, A.F.M. (2014) “Evaluating The Antecedents of Online Consumer Purchasing

Behavior An Empirical Study Based on Theory f Planned Behaviour” International

Journal of Economics, Commerce and Management United Kingdom Vol. II, Issue 4, pp.

1-18.

Anusha, G. (2016) “Effectiveness of Online Advertising” International Journal of Research

Volume 4 Issue 3.

Aqsa, M and Kartini, D. (2015) “Impact of Online Advertising on Consumer Attitudes and

Interests Buy Online (Survey on Students of Internet Users in Makassar)” International

Journal of Scientific and Technology Research Volume 4, Issue 04. Pp 230-236.

Ariff, M.S.M., Yan, N.S., Zakuan, N., Bahari, A.Z. and Jusoh, A. (2013) “Web-based Factors

Affecting Online Purchasing Behaviour” IOP Conf.Series:Materials Science and

Engineering 46 pp, 1-11.

Arshad, Zafar, M., Fatima, I. and Khan, S.K. (2015) “The Impact of Perceived Risk on Online

Buying Behaviour” International Journal of New Technology and Research (IJNTR)

Volume-1, Issue-8, Pages 13-18.

Awais, M., Samin, T. and Bilal, M. (2012) “Valuable Internet Advertising and Customer

Satisfaction Cycle (VIACSC)” IJCSI International Journal of Computer Science Issues,

Vol. 9, Issue 1, No 2. Pp 375-380.

ISSN 2320-9186



Awan, A.G., Ismail, M., Majeed, C.F. and Ghazal, F. (2016) “Effects of Advertisement on

Consumer‟s Buying Behaviour with References to FMCGs in Southern Punjab-Pakistan”

Journal of Marketing and Consumer Research: An International Peer-reviewed Journal

Vol. 19. pp. 22-30.

Ayegba, A., Ochiba, A.A., Omale, A.D. and Onoja, A.D. (2017) “A Study Of Consumers‟

Experience On Online Shopping In Nigeria” International Journal of Advancements in

Research & Technology, Volume 6, Issue 4, pp. 22-32.

Ayo, C.K., AdewoyeJ.O. and Oni, A.A. (2011) “Business-To-Consumer E-Commerce In

Nigeria: Prospects And Challenges” African Journal of Business Management Vol. 5(13),

pp. 5109-5117.

Bakshi, G. And Gupta, S.K. (2013) “Online Advertising and its Impact on Consumer Buying

Behaviour” International Journal of Research in Finance and Marketing Volume 3 Issue

1. Pp. 21-30.

Basole, R.C., Seuss, C.D. and Rouse, W.B. (2013) “IT Innovation Adoption by Enterprises:

Knowledge Discovery Through Text Analytics” Decision Support Systems 54 (2013)

1044–1054.

Belch, G.E., & Belch, M.A. (2003) Advertising and Promotion, An Integrated Marketing

Communications Perspective, 6th Edition, Columbus: The McGraw-Hill Companies.

Brooke, J. (n.d) “7 Types of Online Advertising” Retrieved on 31/03/2018 from

https://www.adskills.com.

Budak , C, Goel ,S Rao J.( 2016). Understanding Emerging Threats to Online Advertising

Boston: Questrom School of Business.

Chaubey, D.S., Sharma, L.S. and Pant, M. (2013) “Measuring the Effectiveness of Online

Advertisement in Recalling a Product: An Empirical Study” Management Convergence

Volume 4. No. 2.

Deshwal, P. (2016) “Online Advertising and Its Impact on Consumer Behaviour” International

Journal of Applied Research 2016; 2(2): 200-204.

Diederen, P., Meijl, H., Wolters, A. and Bijak, K. (2003) “Innovation Adoption in Agriculture:

Innovators, Early Adopters and Laggards” Retrieved on 13/03/2018 from

https://ageconsearch.umn.edu.

Ehikwe, A.E. (2005) Advertising and Other Promotional Strategies, Enugu: Precision Publishers

Limited.

Evans, D.S. (2009) “The Online Advertising Industry: Economics, Evolution and Privacy”

Journal of Economic Perspectives Volume 23 Number 3 pp 37-60.

ISSN 2320-9186



H and K (2013) “Successful Online Display Advertising” Retrieved on 24/04/2018 from

https://www.onebusiness.ca.

Haque, A., Tarofder, A.K., Al Mahmud, S. and Hj Ismail, A.Z. (2007) “Internet Advertisement

in Malaysia: A Study of Attitudinal Differences” The Electronic Journal on Information

Systems in Developing Countries 31 (9).

Harfoushi, O., Alfawwaz, B., Obeidat, B. Obeidat, R.and Faris, H. (2013) “Impact of Internet

Advertisement and Its Features on E-Commerce Retail Sales: Evidence from Europe”

Journal of Software Engineering and Applications 6, 564-570.

Harker, D. (2008) “Regulating Online Advertising: The Benefit of Qualitative Insights.

Qualitative Market Research” An International Journal, Vol. 11 Issue: 3, pp.295-315.

Hashinova, K.K. (2015) “Online Ads Opportunities, Challenges and CRM Technologies”

International Journal of Business Humanities and Technology Vol. 5 No. 2 Pp. 17-23.

Heinonen, T. and Rozenveld, M. (2013) “Challenges Facing the Advertising World in The

Digital Era: A Comparison between Dutch and Swedish Advertising Agencies” Master

thesis in marketing, School of Business, Society and Engineering, Malardalen University.

Hsuan, T.L. and Yazdanifard, R. (2014) “The Review of the Most Effective of Online

Advertisement Techniques to Affect Online Customer buying Decision” Global Journal

of Management and Business Research: E Marketing Volume 14 Issue 2.

Jenyo, G.K and Soyoye, K.M. (2014) “Online Marketing and Consumer Purchase Behaviour: A

Study of Nigerian Firms” British Journal of Marketing Studies Vol.3, No.7, pp.1-14.

Jukariya, T. and Singhvi, R. (2018) “A Study of Factors Affecting Online Buying Behaviour of

Students” International Journal of Current Microbiology and Applied Sciences Volume 7

Number 01 pp. 2558-2565.

Kalia, G. And Mishra, A. (2016) “Effects of online Advertising on Consumers” IOSR Journal of

Humanities and Social Science Volume 21 Issue 9. Pp 35-41.

Khraim, H.S. (2015) “The Impact of Search Engine Optimization Dimensions on Companies

Using Online Advertisement in Jordan” American Journal of Business and Management

Vol. 4, No. 2 pp 76-84.

Kotler, P. and Armstrong, G. (2012) Principles of Marketing 14th Edition New Jersey: Pearson

Prentice Inc.

Lai, P.C. (2017) “The Literature Review of Technology Adoption Models and Theories For The

Novelty Technology” JISTEM - Journal of Information Systems and Technology

Management Vol. 14, No. 1, pp. 21-38.

ISSN 2320-9186

https://www.emeraldinsight.com/author/Harker%2C+Debra



Malik, M.E., Ghafoor, M.M., Iqbal, H.K., Unzila and Ayesha (2014) “The Impact of

Advertisement and Consumer Perception on Consumer Buying Behavior” International

Review of Social Sciences and Humanities Vol. 6 No. 2 pp. 55-64.

Mathew, J., Ogedebe, P.M. and Ogedebe, S.M. (2013) “Influence of Web Advertising on

Consumer Behaviour In Maiduguri Metropolis, Nigeria” Asian Journal of Social Sciences

& Humanities Volume 2 No 2. Pp. 548-557.

Melgar, L.M.B. and Elsner, R.J.F. (2016) “A Review of Advertising in the 21st Century”

International Journal of Business Administration Vol. 7, No. 4.

Moghavvemi, S., Hakimian, F. and Feissal, T.M.F.T. (2012) “Competitive Advantages Through

it Innovation Adoption by SMES” Social Technologies, 2(1): 24–39.

Nwosu, I.E. (2001), Marketing Communication Management and Media: An Integrated

Approach, Lagos: Dominican Publishers.

Nwosu, I.E. and Anayo, D.N. (2006) Triple-P Advertising: Principles, Processes, and Practices

Enugu: Afri-TowersLtd.

O‟Guinn, T.C., Allen, C.T. and Semenic, R.J. (2000) Advertising UK: International Thomson

Publishing Europe.

Okolo, V.O. and Ehikwe, A.E. (2015) “Effects of Online Shopping Potentials For Successful

Physical Distribution of Consumer Goods In Nigeria” Journal of Marketing Vol. 3 No 1.

Pp 53-65.

Okoro N. and Epepe U.D. (2015).The Virtual World of Online Advertising: Content Analysis of

Nigeria-Based Small Businesses Adverts on Facebook and Google: American

International Journal of Contemporary Research 5, (5) 48-58.

Priyanka, S. (2012) “A Study on Impact of Online Advertising on Consumer Behaviour (With

Special Reference To E-Mails)” International Journal of Engineering and Management

Sciences VOL.3 (4) 2012: 461-465.

Rogers, E.M. (1995) Diffusion of Innovations 4th ed., New York: The Free Press.

Rogers, E.M. (2003) Diffusion of Innovations 5th ed., New York: The Free Press.

Sahin, I. (2006) “Detailed Review of Rogers‟ Diffusion of Innovations Theory and Educational

Technology-Related Studies Based on Rogers‟ Theory” The Turkish Online Journal of

Educational Technology – TOJET volume 5 Issue 2.

Sanje G. and Senol, I. (2012) “The Importance of Online Behavioural Advertising for Online

Retailers: Turkey” International Journal of Business and Social Science Vol. 3 No. 18

(Special Issue) 114-121.

ISSN 2320-9186



Sakarya S, and Soyer N. (2013) Cultural Differences in Online Shopping Behaviour: Turkey and

The United Kingdom International Journal of Electronic Commerce Studies .4, (2), .213-

238.

Singh, R. and Vij, S. (2007) “Socio-Economic and Ethical Implications of Advertising – A

Perceptual Study” International Marketing Conference on Marketing & Society, 8-10

April, 2007, IIMK.

Singh, V. (2016) “The Effectiveness of Online Advertising and Its Impact on Consumer Buying

Behaviour” International Journal of Advanced Research in Management and Social

Sciences Vol. 5 No. 5 pp. 59-67.

Tavor, T. (2011) “Online Advertising Development and Their Economic Effectiveness”

Australian Journal of Business and Management Research Vol.1 No.6 pp 121-133.

Tehreem, Y. and Rizwan, K. (2016) “Effects of Online Advertisement on Consumer Buying

Behavior of University Students of Pakistan” Journal of Basic and Applied Scientific

Research 6(11)9-14.

UBA (2018) “Our History” Retrived on 27/04 2018 from https://www.ubagroup.com.

Zourikalatehsamad, N., Payambarpour, S.A., Alwashali, I. and Abdolkarimi, Z. (2015) “The

Impact of Online Advertising on Consumer Purchase Behavior Based on Malaysian

Organizations” International Journal of Economics and Management Engineering Vol: 9,

No: 10 pp. 3424-3429.

ISSN 2320-9186

influene of online advertising on ank · online advertising is the promotion of a company‟s goods...

Documents